This document outlines a plan to upsell 1% of existing Tinder users to Tinder Plus in the next 6 months. It discusses insights into Tinder culture, noting that women have negative experiences and sentiments regarding unwanted contact. The opportunity is to encourage women to take control of their dating lives by expanding their opportunities through Tinder's #anyoneanywhere platform. A three-part communications plan is proposed to raise awareness of this message and platform, educate women, and maximize conversion through a Gala all-expenses paid trip giveaway.

1. Tinder Plus
#anyoneanywhere
group deux

2. Agenda
The Task
Tinder Truth
Insight
Opportunity
Comms Platform
Execution

3. The Task
Up-sell 1% of existing users to Tinder Plus in
the next 6 months

4. Tinder Truth
Male Users are at an all-time high

5. Tinder Culture Truth

6. “Women are much more likely to have experienced
uncomfortable or bothersome contact via online dating
sites or apps”
Source: Pewinternet: Part 2: Dating Apps and Online Dating Sites

7. 42% of female online daters have experienced this type
of contact at one point or another.
Source: Pewinternet: Part 2: Dating Apps and Online Dating Sites

8. Women are Told How to Act

9. Female Sentiment is Negative
“I realized I could spend hours swiping and some of the "DTF" or similar messages I was getting were creeping me out because that's not what I
was on it for.” - What Women Really think about Tinder: Cosmopolitan
“It’s 4am on a Tuesday when my phone pings… It’s from Otis, 27, who I have apparently just matched with on Tinder: ‘Hey sexy like ur curls.
Wanna come over and get naked and I’ll show you my curls.’ And that was the day I deleted Tinder.” - Hannah Ellis Peterson
“I hadn’t escaped the bullshit gender politics of New York City’s glorious sexual landscape. I still felt the stigma of “having sex like a man” …
while these guys still seemed to view themselves as my casual conquerors.” - Kelsea Stahler
“I uninstalled Tinder because I felt like all my options were the same” - Steph Liao

10. The Insight
Women are OVER IT!

11. Encourage women to break the dating barriers and take
matters into their own hands by expanding their
opportunities through the #anyoneanywhere platform
The Opportunity

12. Our Audience
- Works hard and plays hard
- No time to wait for her “prince charming”
- Wants to take control over her dating life
- Sick of jerks online and offline
- Traveler/Explorer

13. Comms Platform: #anyoneanywhere
Define the overall tone,
creative direction and
implication of the ‘over
it’ narrative
Task 1: Awareness Task 2: Education Task 3: Maximize
+Convert
Series of videos that work
to support and encourage
women to take matters
into their own hands
Gala is a converting tool,
that builds upon the
experience of taking
matters into their own
hands and provides an
opportunity.
Tactics
Pr Event: Anyone Anywhere
Activation
Facebook: Brand Broadcaster
In App: Quick Right Swipe
Digital Partnership: Publications
Tactics
Provocateur<- Introduce Tinder
Vigilante
Digital Partnerships: Jezebel +
Buzzfeed + Etc + Variety + Vodue
Tactics
Give Away
Partnership: AirbnB, Airlines

14. AWARENESS

15. Educate
Encourage
women to take
matters into
their own hands

16. Maximize + Conversion
Gala
All-expenses paid trip

17. Thank You!